Download the November/December 1996 Issue in PDF format

• .PUBUSHER'S IPAG,E
We've mow introduced our direct
response forms, which allow Internet
explorers to request intormation
online.
Advertisers get specific information,
such
as names, addresses and job titles,
about inquirers, much as they would
from people who fill out "bingo card"
forms in print magazines.
Like everyone
else on the Internet,
we're learning to use this new medium as
we go along. Some important facts we've
discovered so far are these.
l, While the Internet doesn't make for
a "paperless" office, it can radically
reduce the amount of paper (and the
- ----
expense of printing) you incur to reach I
your customers. The print bill alone for
even a simple one- or two-page brochure
can run to thousands of dollars even
before you mail it. The same information
disseminated on the Internet costs the
amount of time it takes to generate the
copy and get it up on line. And you have
no mailing costs at all.
2. The Internet is an infinitely flexible
------
hundreds of out-of-date (rutd
versions of your literature.
expensive)
3. The Internet can put you in touch
with people you never dreamed would be
interested in your product, ones you
wouldn't necessarily find by renting a
mailing list. The very publicnature
this medium means that people from
everywhere can check out your site with
the ease of a few mouse clicks. True, you
medium for spreading the word about your may attract some "tirekickers" this way,
company. Changes to your informaaon can I but you also can establish contacts with
be made in a matter of minutes, at little or I potential customers you never knew
no additional cost. You never have to store
the extra.copies of anything or throwaway
were there.
4. The people who use the Internet
most right now are what marketers call
"early adapters .." They like new technology,
and they're eager to use it This attitude
doesn't just apply to the Internet,
They're just as interested in your newest
products and services. They're
of
the kind
of potential buyers you want to attract.
As late as this summer,
] was an
Internet skeptic and let my staff talk me
into this venture with some reluctance.
Now that I've seen how the Internet
works and the power
it has to convey
information about products and services
quickly and inexpensively
the world, I've
anywhere in
become a convert. The
success of our own Internet ventures has
convinced me that as time goes on. more
and more of our business will be COBducted
in cyberspace. People and companies
who establish their presence early
and who learn how to market their companies
and products on the Net will have
an advantage over the competition.
CIRCI.IE 124 or CALL 1-8DO-34[)'1160 x9124
IKEGAI AMERICA CORPORATION
2246 N'orth Palmer Dri:ve, Su ile 108
SchaumJ:lur'Q, IIIlnQls, 60173
TEL (847) 397·3970 FAX (847) 397'7535
Michael Goldstein
Publisher & Editor-in-Chief
,8 GEAA TECHNOlOGV